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The future of marketing.
Rick Burnes (@rickburnes)
#inboundILM
1 What is marketing?
2 What is inbound marketing?
3 How inbound marketing works
4 Inbound marketing tactics (attract, conv...
1 What is marketing?
#inboundILM
Build Trust
(Brand Marketing)
Attract Customers
(Demand Gen)
#inboundILM
#inboundILM
That playbook is BROKEN.
86%
skip TV ads
91%
unsubscribe
from email
200M
on the
Do Not Call list
44%
of direct mail is
nev...
Because the
customer is in
control.
#inboundILM
2 What is inbound marketing?
#inboundILM
Inbound marketing is
marketing that people love.
#inboundILM
Cold Calling
Print Advertising
Cold Emails (SPAM)
Interruption
SEO
Blogging
Social Media
Attraction
INBOUNDTRADITIONAL
vs....
BuildMarketing Magnets
Blogs Interactive
Tools
Photos &
Infographics
Videos &
Podcasts
Presentations
& eBooks
#inboundILM
Inbound is good karma.
#inboundILM
And it’s cheaper.
#inboundILM
Quality content is an annuity.
#inboundILM
Quality content is an annuity.
Blog Paid
Month 1 • 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
T...
Quality content is an annuity.
Blog Paid
Month 1 • 12 Blog Posts @ $100/post = $1200
• 500 views/post
Total Views: 6,000
T...
#inboundILM
2 Two Inbound Marketing
Examples
#inboundILM
Nathan runs a business
in Wilmington. He’s
looking for help with
marketing.
#inboundILM
He reads the article,
then clicks on the call
to action on the side.
#inboundILM
He submits his contact
info so he can
download the guide.
#inboundILM
A few days later he comes back and spends 30 minutes on the
site learning about Huify and inbound marketing.
#inboundILM
Nathan Turner
Huify collects Nathan’s
information in its
marketing contact
database, and uses it to
personalize their:
• W...
The next week when Nathan’s on the site again,
Josh, reaches out to him with a phone call. A few
days later they sign a co...
Free educational resources build trust and attract prospects.
#inboundILM
3 How to get started with
Inbound Marketing
#inboundILM
Start with your
buyer persona.
Who are you
trying to attract?
#inboundILM
Tips for your buyer persona
1. Formalize your persona
profile in internal
documents
2. Follow your customers
home
3. Colle...
Where is your problem?
#inboundILM
Where is your problem?
1000 200 2020% 10%
#inboundILM
Where is your problem?
1000 200 2020% 10%
#inboundILM
Build Traffic With Content
#inboundILM
Web pages are lottery tickets.
#inboundILM
To print tickets, write blog posts.
#inboundILM
189% increase in traffic. 700% increase in
search traffic.
13x increase in traffic.
“This won’t work in my industry!”
#inb...
Masonry Products
• How to build an outdoor fireplace on a budget.
• Planning an outdoor fireplace. Five common mistakes to...
Five Quick Blogging Tips
1. Commit to 2 or 3 posts/week.
2. Put it on your company domain (e.g.,
hubspot.com).
3. Allow re...
How can you build
traffic with social
media?
Listen and share.
Five Quick Social Media Tips
1. Monitor the keywords that your prospects are
searching for.
2. Automatically publish your ...
Optimize your website.
Are your pages
using the right
keywords?
Is it easy to share
your content?
Is it accessible
on mobi...
Use Marketing Grader for Tips
Free assessment tool at: marketing.grader.com
#inboundILM
Where is your problem?
10,000 100 201% 10%
#inboundILM
Where is your problem?
10,000 100 201% 10%
#inboundILM
How do you generate leads?
Experiment With Different Offers
Create a Give-Get With Landing Pages
#inboundILM
Mo Landing Pages, Mo Leads
#inboundILM
Where is your problem?
10,000 2,000 2020% 1%
#inboundILM
Where is your problem?
10,000 2,000 2020% 1%
#inboundILM
Inbound sales is like sales at
(It’s driven by context.)
#inboundILM
My wife’s Amazon My Amazon
Personalize & Automate Email
#inboundILM
Personalize Your Website
#inboundILM
Track prospects’ social activity.
#inboundILM
Use the activity to drive sales.
Nathan Turner
#inboundILM
No Context Context
#inboundILM
4 Final Thought
#inboundILM
#inboundILM
#inboundILM
Questions?
Check my Twitter feed for the slides: @rickburnes
Free tools to help with inbound marketing and sales:
marketin...
The Future of Marketing: How to Get Started With Inbound Marketing
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The Future of Marketing: How to Get Started With Inbound Marketing

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This presentation is a guide to getting started with inbound marketing. It shows how you can use inbound marketing to transition from expensive traditional marketing to more efficient inbound marketing. It covers blogging, social media, search engine optimization (SEO), landing pages, and inbound sales. It was originally presented at the Power Breakfast Series in Wilmington, NC on June 10, 2014.

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  • How many of you have made a purchase recently
    -- heard a radio add gone out and bought it.
    -- tv add
    -- print add
    -- direct mail
  • How many of you have made a purchase recently
    -- heard a radio add gone out and bought it.
    -- tv add
    -- print add
    -- direct mail
  • Transcript of "The Future of Marketing: How to Get Started With Inbound Marketing"

    1. 1. The future of marketing. Rick Burnes (@rickburnes) #inboundILM
    2. 2. 1 What is marketing? 2 What is inbound marketing? 3 How inbound marketing works 4 Inbound marketing tactics (attract, convert, close) 5 Q&A Slides to be posted via Twitter: @rickburnes Event hashtag: #inboundILM
    3. 3. 1 What is marketing? #inboundILM
    4. 4. Build Trust (Brand Marketing) Attract Customers (Demand Gen) #inboundILM
    5. 5. #inboundILM
    6. 6. That playbook is BROKEN. 86% skip TV ads 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened #inboundILM
    7. 7. Because the customer is in control.
    8. 8. #inboundILM
    9. 9. 2 What is inbound marketing? #inboundILM
    10. 10. Inbound marketing is marketing that people love. #inboundILM
    11. 11. Cold Calling Print Advertising Cold Emails (SPAM) Interruption SEO Blogging Social Media Attraction INBOUNDTRADITIONAL vs. #inboundILM
    12. 12. BuildMarketing Magnets Blogs Interactive Tools Photos & Infographics Videos & Podcasts Presentations & eBooks #inboundILM
    13. 13. Inbound is good karma. #inboundILM
    14. 14. And it’s cheaper. #inboundILM
    15. 15. Quality content is an annuity. #inboundILM
    16. 16. Quality content is an annuity. Blog Paid Month 1 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 2 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 12 old posts Total Views: 8,400 Total Budget: $1200 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 Month 3 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 24 old posts Total Views: 10,600 Total Budget: $1200 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 #inboundILM
    17. 17. Quality content is an annuity. Blog Paid Month 1 • 12 Blog Posts @ $100/post = $1200 • 500 views/post Total Views: 6,000 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 2 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 12 old posts Total Views: 8,400 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 Month 3 • 12 Blog Posts @ $100/post = $1200 • 500 views/post new posts • 200 views/post on 24 old posts Total Views: 10,600 Total Budget: $1200 • $.20 Cost per click Total Views: 6,000 Total Budget: $1200 #inboundILM
    18. 18. #inboundILM
    19. 19. 2 Two Inbound Marketing Examples #inboundILM
    20. 20. Nathan runs a business in Wilmington. He’s looking for help with marketing. #inboundILM
    21. 21. He reads the article, then clicks on the call to action on the side. #inboundILM
    22. 22. He submits his contact info so he can download the guide. #inboundILM
    23. 23. A few days later he comes back and spends 30 minutes on the site learning about Huify and inbound marketing. #inboundILM
    24. 24. Nathan Turner Huify collects Nathan’s information in its marketing contact database, and uses it to personalize their: • Website • Email to Nathan • Social media monitoring • Sales outreach #inboundILM
    25. 25. The next week when Nathan’s on the site again, Josh, reaches out to him with a phone call. A few days later they sign a contract. #inboundILM
    26. 26. Free educational resources build trust and attract prospects.
    27. 27. #inboundILM
    28. 28. 3 How to get started with Inbound Marketing #inboundILM
    29. 29. Start with your buyer persona. Who are you trying to attract? #inboundILM
    30. 30. Tips for your buyer persona 1. Formalize your persona profile in internal documents 2. Follow your customers home 3. Collect assets and documents they use 4. Conduct win/loss interviews 5. Conduct user testing 6. Keep updating the profile #inboundILM
    31. 31. Where is your problem? #inboundILM
    32. 32. Where is your problem? 1000 200 2020% 10% #inboundILM
    33. 33. Where is your problem? 1000 200 2020% 10% #inboundILM
    34. 34. Build Traffic With Content #inboundILM
    35. 35. Web pages are lottery tickets. #inboundILM
    36. 36. To print tickets, write blog posts. #inboundILM
    37. 37. 189% increase in traffic. 700% increase in search traffic. 13x increase in traffic. “This won’t work in my industry!” #inboundILM
    38. 38. Masonry Products • How to build an outdoor fireplace on a budget. • Planning an outdoor fireplace. Five common mistakes to avoid. Fuel Additives • Diesel Truck Performance: Conventional Wisdom Examined • Engine Oil Treatment What One Can and Cannot Do Financial Services • Single Euro Payments Area: What You Need to Know • Legal Remedies for Oppressed Shareholders “I don’t have anything to write about!” Bottom line: Blog about the questions your prospects ask. #inboundILM
    39. 39. Five Quick Blogging Tips 1. Commit to 2 or 3 posts/week. 2. Put it on your company domain (e.g., hubspot.com). 3. Allow readers to subscribe via email. 4. Constantly experiment and measure content. 5. Be patient. It will take at least three months to get traction. #inboundILM
    40. 40. How can you build traffic with social media? Listen and share.
    41. 41. Five Quick Social Media Tips 1. Monitor the keywords that your prospects are searching for. 2. Automatically publish your blog posts to your social channels. 3. Your audience will vary by channel; use different channels differently. 4. Focus on building your reach; make it easy for people to follow you. 5. Become an expert headline writer. #inboundILM
    42. 42. Optimize your website. Are your pages using the right keywords? Is it easy to share your content? Is it accessible on mobile devices? #inboundILM
    43. 43. Use Marketing Grader for Tips Free assessment tool at: marketing.grader.com #inboundILM
    44. 44. Where is your problem? 10,000 100 201% 10% #inboundILM
    45. 45. Where is your problem? 10,000 100 201% 10% #inboundILM
    46. 46. How do you generate leads?
    47. 47. Experiment With Different Offers
    48. 48. Create a Give-Get With Landing Pages #inboundILM
    49. 49. Mo Landing Pages, Mo Leads #inboundILM
    50. 50. Where is your problem? 10,000 2,000 2020% 1% #inboundILM
    51. 51. Where is your problem? 10,000 2,000 2020% 1% #inboundILM
    52. 52. Inbound sales is like sales at (It’s driven by context.) #inboundILM
    53. 53. My wife’s Amazon My Amazon
    54. 54. Personalize & Automate Email #inboundILM
    55. 55. Personalize Your Website #inboundILM
    56. 56. Track prospects’ social activity. #inboundILM
    57. 57. Use the activity to drive sales. Nathan Turner #inboundILM
    58. 58. No Context Context #inboundILM
    59. 59. 4 Final Thought #inboundILM
    60. 60. #inboundILM
    61. 61. #inboundILM
    62. 62. Questions? Check my Twitter feed for the slides: @rickburnes Free tools to help with inbound marketing and sales: marketing.grader.com www.getsignals.com Free assessment from Huify: http://huify.co/inboundILM
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